When you buy marketing software, know that you are buying into an ecosystem

Marketing can no longer function without technology. There certainly are instances where it’s gone too far and technology is now driving marketing. But most modern marketers start with the strategy and add the technology needed to achieve it.

The average marketing technology stack contains 17 tools, so buying into an existing ecosystem helps ensure things work together. And the pool of choices just keeps increasing. The latest estimates indicate that there are nearly 4,000 marketing solutions available.

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